How America’s Largest University Uses Social For Branding
Adam Pierno, the Associate Vice President Marketing Strategy of Arizona State University joins the Social Pros Podcast to discuss how universities can leverage social for powerful branding.
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Full Episode Details
Strategies that ASU Uses to Reach Their Audience
Branding today is worlds apart from what it used to be 100 or even 10 years ago. The strategies used back then may as well be locked inside a time capsule and tossed into the sea. The world has changed. And, the way brands use social media to engage with their audiences haschanged.
Nobody knows this better than Adam Pierno, who understands how to build brands by finding what is meaningful to their target audiences. Brands can learn more about their ‘best customer’ from observing pop culture than staring blankly at a soulless growth chart. And, when you’reAmerica’s largest university, knowing how to integrate brand componentsto create a consistent persona across all your social channels is vital.
A mistake that many brands continue to make is when they try to become a student of the platform or a student of the tools. As Adam teaches in his new book, ‘Specific’, you’ve got to become a student of the audience. In this episode, Adam reveals how you can do just that and reach out to your audience in a way that feels personal and specific to what they care about on social media today.
In This Episode:
05:00 – How brands can leverage a centralized marketing function to manage social chatter
08:24 – The online mechanisms ASU leverage to boost student advocacy
12:20 – An insight into the strategy and key functionalities behind ASU’s robust rewards app
17:17 – How to work with corporate partnerships to benefit both parties
21:42 – How to identify the best agencies to work with from the timewasters
24:40 – Why you need to understand visuals no matter yourjob role
27:41 – How to use new techniques to communicate with your ‘best customer’
Quotes From This Episode:
“You have to be sensitive about how your brand is perceived and what people think because media can start snowballing in a hurry.” – @apierno
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